Name: Ashley Jones and Laura Fama of Dimepiece LA
Location: Downtown — Los Angeles, CA
Size: 2,300 square feet
Years lived in: Renting 3 years
Dimepiece LA is a positive, stylish women's street wear brand created in 2007 by Laura Fama and Ashley Jones. They've been running their brand out of a warehouse space in Downtown LA and just recently remodeled the front end. In an effort to expand their brand they've created "Feeling Myself," a small showroom storefront. Inspiration, style and great ideas mix in this hip spot.
Laura and Ashley believe the strongest and most important aspect of a positive work environment is: "Team energy. Where you work is your home five days a week; it's important the energy is light, fun, creative and comfortable."
What they have built from the ground up is just that, group fun. They wanted to make sure they created a workspace that felt cozy and yet productive to everyone. It's the "vibe" that is most essential. "I think it's important for everything to flow well, for the space to be cool while also being functional. It takes time to plan that medium."
Not only has LA been a major player in the identity of their brand, but it has strongly influenced the nature of their workspace. "Los Angeles has so much to offer, just walking the streets you absorb so much color, shapes and energy."
All the pillows are DIY from fabrics they found in the garment district, decals on the mirrors and doors are from little mom and pop shops in the fashion district area, and the rugs are from the little corner stores here as well. "There's such a plethora of things to work with here it really helped the office come together."
Apartment Therapy Survey:
Our Style: Modern Eclectic
Inspiration: Downtown Los Angeles, Girl Power, our brand
Favorite Element: The vibe of the space. It was a challenge to get the lighting down in order to create the feel we wanted, which was forward and modern, but a cool and calm shopping experience.
Biggest Challenge: Utilizing the space properly. The store area was previously our lobby, it was a plain space, four white square walls. We tore the walls down and rebuilt them at diagonals to give the space some dimension. We had to think about all the little things, cash wrap area, dressing room, doing our best to keep the wiring of lighting minimal and not bulky. We had to put ourselves in the customers' shoes and figure out what the best shopping experience for them would be.
What Friends Say: I wish I worked here =)
Biggest Embarrassment: The ceiling! We used the rope design to cover the ceiling because since we rent the space, we were not able to touch the ceiling or those ugly florescent lights, unfortunately. So we had to think of a design element that would cover the ceiling, without touching it.
Proudest DIY: Our geometric acrylic hangers. These were developed from scratch with our friends at A-Industrial. It was a little more difficult than you'd think to make, to have a cool design but to get the hangers to equally balance correctly on the racks.
Biggest Indulgence: Furry pillows. (faux fur) I think they bring an element of light heartedness to the space and are super comfy to lean on when we're stressed out working to meet deadlines.
Dream Sources: @Watts.On, The Cool Hunter, Design*Sponge, Design Milk